In the fashion industry, looks are important. ALDO, a shoes and accessories company based in Canada, knew that the marketing campaign for their “A is for ALDO” nail polish line would have to look good if they wanted to attract a community of fashion-savvy customers and their friends.
In early December, ALDO launched their digital marketing campaign through a microsite called AisforALDO. The main feature of the new website was an interactive quiz that offered users the chance to find their “perfect” nail polish based on their personality.
Enter Instagram, a photo sharing application that allows users to take photos and share it on the service or other social networking websites. When users started the quiz on AisforALDO, they were asked to choose eight Instagram photos that they liked. Then, ALDO revealed what those photos said about that user’s personality, as well as which nail polish the company recommended based on those results.
From there, users could share their quiz results, along with the Instagram images, in a cool-looking “mood board” tailored to look impressive on Facebook Timeline. The mood boards were also easy to share on mobile devices since Instagram is more popular on smartphones and tablets than laptops or desktop computers.
ALDO was the first company to Instagram and Facebook in this manner. Not only did their campaign display a sophisticated understanding of social media, but it also created visual appeal that is invaluable in the fashion industry. It is quite possible that, in the near future, we will see more brands combine image-sharing and social networking to create engaging campaigns full of eye-candy ripe for the sharing.